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EU-South Korea: Current Trends of Cultural Exchange and Future Perspectives by Marie Le Sourd, Elena Di Federico and Sung-Won Yoon

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EU-South Korea: Current Trends of Cultural Exchange and Future Perspectives by Marie Le Sourd, Elena Di Federico and Sung-Won Yoon EU-South Korea: Current Trends of Cultural Exchange and Future Perspectives by Marie Le Sourd, Elena Di Federico and Sung-Won Yoon EENC Report, November 2012 (partially updated, September 2013 ) EU-South Korea: Current Trends of Cultural Exchange and Future Perspectives by Marie Le Sourd, Elena Di Federico and Sung-Won Yoon EENC Report, November 2012 (partially updated, September 2013) This document has been prepared by Marie Le Sourd assisted by Elena Di Federico (staff at on-the- move.org) and Dr Sung-Won Yoon, Research Professor, Global Research Institute Graduate School of International Studies (GSIS), Korea University on behalf of the European Expert Network on Culture (EENC). Judith Staines, Editor of the website culture360.org and consultant for some South Korean organisations (such as KAMS) was the peer editor of this whole report, together with Jordi Baltà, researcher and programme coordinator at the Interarts Foundation and scientific coordinator of the EENC. The report was carried out between September and November 2012. Some tables in the main report and in the annexes were updated in September 2013, as duly noted throughout the document. The EENC was set up in 2010 at the initiative of Directorate-General for Education and Culture of the European Commission (DG EAC), with the aim of contributing to the improvement of policy development in Europe. It provides advice and support to DG EAC in the analysis of cultural policies and their implications at national, regional and European levels. The EENC involves 17 independent experts and is coordinated by Interarts and Culture Action Europe. For additional information see www.eenc.eu. The researchers would like to thank the experts and organisations who offered their invaluable opinions and provided relevant contents for this report. They are all mentioned in Annex 2 of this report. About the authors Marie Le Sourd is the Secretary General of the cultural mobility information network On the Move. She was previously responsible for the cultural exchange projects at the Asia-Europe Foundation (1999-2006) before being the director of the Institut Français in Yogyakarta, Indonesia (2006-2011). She was responsible for the mapping of cultural mobility funding opportunities for Asian artists and cultural professionals commissioned by ASEF and online since September 2012. Elena Di Federico is in charge of the communication and advocacy of On the Move. Between 2005 and 2011 she worked as a researcher and a project manager both as a freelancer and for Fondazione Fitzcarraldo (Italy). She has been involved in several national and international projects, mainly focusing on intercultural dialogue, cultural marketing, cultural participation, and artists' mobility in the EU and the Mediterranean region. Dr. Sung-Won Yoon holds a Master’s Degree from London School of Economics and Political Science and a Ph.D. from Korea University. Her main research interests are on EU cultural policy, European identity and multiculturalism. Recently, she has been working in collaboration with the Asia- Europe Foundation (ASEF) on an international comparative study to measure the media, public and elite perceptions of the European Union in the Asia-Pacific region. Before joining GSIS, she worked as an editor for the Presidential Council on Nation Branding, a special governmental body established with an objective to promote South Korea’s global image. 2 EU-South Korea: Current Trends of Cultural Exchange and Future Perspectives by Marie Le Sourd, Elena Di Federico and Sung-Won Yoon EENC Report, November 2012 (partially updated, September 2013) Contents Page List of acronyms and abbreviations 4 Executive Summary 6 Introduction 15 Background of this report 15 Methodology 15 Challenges 16 Presentation of the outcomes of this report 17 1. Situation of EU-South Korea Cultural Exchange 18 1.1. South Korea: a brief introduction 18 1.2. South Korea and the EU, the official cultural presence 20 1.3. Cultural exchange beyond the official channels 21 1.4. South Korean perceptions about Europe and European culture 22 1.5. South Korea’s cultural policy and cultural diplomacy: priorities and trends 24 2. Focus on Specific Cultural Sectors 29 2.1. The publishing sector: towards the digital area 29 2.2. Performing Arts and Music: a marketing approach to cultural exchange 35 2.3. Cultural heritage: a national and international investment 44 2.4. Mobility of artists and cultural professionals: funding organisations and hints for future analysis 49 3. Special Focus: the Audio-visual Sector in South Korea 54 3.1. Key audio-visual organisations and related general public policies 54 3.2. South Korean film distribution system 56 3.3. South Korean Film Festivals with a European presence / European Film Festivals with a South Korean presence 59 3.4. Recent trends of the South Korean local film production 61 3.5. Foreign investment in South Korea, including in particular investment from EU countries 63 3.6. South Korea’s audio-visual exports: a good potential for the animation sector 67 3.7. Audio-visual co-productions 69 3.8. Benefits and conditions of co-production agreements: the French example 71 3.9. The limitations of film co-production agreements 72 4. Conclusions and Recommendations 75 Annexes 80 3 EU-South Korea: Current Trends of Cultural Exchange and Future Perspectives by Marie Le Sourd, Elena Di Federico and Sung-Won Yoon EENC Report, November 2012 (partially updated, September 2013) List of acronyms and abbreviations 3D Three dimension ABDI Asian Development Bank Institute APRO Performing Arts Node Korea (internet platform) ARTRO Korean Contemporary arts’ platform ARKO Arts Council Korea ASEF Asia-Europe Foundation ASEM Asia-Europe Meeting ASEMUS Asia-Europe Museum Network BIEF Bureau International de l’Edition Française BIFF Busan International Film Festival CCC Committee on Cultural Cooperation CCC Centre Culturel Coréen (appears only once as such) CHA Cultural Heritage Administration of Korea CGV Multiplex Korea (Cultural, Great and Vital) CNC Centre National de la Cinématographie DI Digital intermediate DMB Digital Multimedia Broadcasting IPTV Internet Protocol Television EAVE European Audio-visual Entrepreneurs EFWMF European Forum of Worldwide Music Festivals ELIA European League of Institutes of Arts EU European Union EUNIC EU National Institutes for Culture FDI Foreign Direct Investment FIFA International Federation of Football Association FTA Free Trade Agreement GSIS Global Research Institute Graduate School of International Studies (Korea University) HDTV High definition television HFR Korean company for mobile Internet ICBS International Conference of International Committee of the Blue Shield ICCN World Intangible Cultural Festival ICCROM International Centre for the Study of the Preservation and Restoration of Cultural Property ICOM International Council of Museums ICOMOS International Council on Museums and Sites ICPT International Coproduction Treaties IETM International network for contemporary performing arts JDIFF Jameson Dublin International Film Festival JIFF Jeonju International Film Festival 4 EU-South Korea: Current Trends of Cultural Exchange and Future Perspectives by Marie Le Sourd, Elena Di Federico and Sung-Won Yoon EENC Report, November 2012 (partially updated, September 2013) JIMFF Jecheon International Music & Film Festival K-Arts Korea National University of Arts K-Pop Korean Pop KAMS Korea Arts Management Service KMRB Korea Media Rating Board KNCU Korean National Commission for UNESCO KOCCA Korea Creative Content Agency KOFIC Korea Film Council KPA Korean Publishers’ Association KPD Korea Publication Distribution Company KRW Korean Won KSIC Korea Standard Industry Classification LTI Korea Literature Translate Institute of Korea LWDigital Language World Digital MCST Ministry of Culture, Sports and Tourism MIPTV World TV Market MIPCOM World Audiovisual Contents Market MIPJUNIOR International showcase for Children’s and youth programme screening MKE Ministry of Knowledge Economy MOFAC Visual effects Korean company MOFAT Ministry of Foreign Affairs and Trade NMK National Museum of Korea NRICH National Research Institute of Cultural Heritage OECD Organisation for Economic and Co-operation Development OTM On the Move PCC Protocol on Cultural Cooperation PACE Performing Arts Central Europe PAMS Performing Arts Market Seoul PiFan Puchon International Fantastic Film Festival SBPRA Strategic Book Publishing and Rights Agency SEMA Seoul Museum of Art SIDance Seoul International Dance Festival SIYFF Seoul International Youth Film Festival TRIPS Trade-related aspects of Intellectual Property rights TVSF Télévision sans frontières (directive) UN United Nations UNESCO United Nations Educational, Scientific and Cultural Organisation UNIDROIT International Institute for the Unification of Private Law USA United States of America VAT Value added tax WFFIS Women’s Film Festival WOMEX World Music Expo WTO World Trade Organisation 5 EU-South Korea: Current Trends of Cultural Exchange and Future Perspectives by Marie Le Sourd, Elena Di Federico and Sung-Won Yoon EENC Report, November 2012 (partially updated, September 2013) Executive Summary This report on South Korea-EU Cultural exchange and its economic dimension was written by Marie Le Sourd and Elena Federico (staff at On the Move) and a South Korean associate researcher, Dr Sung-Won Yoon, on behalf of the European Expert Network on Culture (EENC). This report follows a request by the Directorate General for Education and Culture of the
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